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7 Key Pillars of Mature 
Conversion 
Optimization Strategy 
#convcon 2013 | Chicago 
Michal Parizek (@parezem)
4,500 Miles 
I have travelled around 4,500 to give you a speech about Conversion Rate Optimization Maturity 
Model. From P...
Maturity Model 
A maturity model in general is a model which describes different maturity stages of a particular 
discipli...
Conversion Rate 
Optimization 
Maturity Model 
A CRO maturity model focuses primarily on CRO. It consists of 7 key pillars...
These are the 7 key pillars and the stages a particular company reached in each of them: People, 
Tools, Knowledge, Activi...
YoY CNV: -11.1% YoY CNV: +19.7% 
Sales: +€400k 
An example what a maturity of CRO means in real business. A German affilia...
What are the aspects of a 
mature CRO program? 
In the following slides I walk you through the key differences between a m...
Invest more $ in 
1 people than tools 
Most importantly these companies invest more $ into their staff than into the tools...
Follow an optimization 
2 cycle 
Execute a complete optimization cycle. Never stop. 
Michal Parizek (@parezem) | #convcon ...
Analysis & 
Research 
Improvements 
Proposal 
Testing 
The optimization cycle always starts with an analysis. Then you pro...
Examination 
Treatment 
Proposal 
Treatment 
It is like when you go to a doctor. She examines you first, only then she can...
Analysis & 
Research 
Testing 
Improvements 
Proposal 
In my experience the most underestimated step of a CRO cycle is the...
+ 20% 
A great proof of an importance of a research phase: An user survey revealed existing customers lack some 
important...
Prioritize initiatives 
3 correctly 
Prioritize your initiatives so you can focus on the ones which bring you the most pro...
# Initiative 
$ initiative can bring 
Impact 
Score 
Feasibility 
Score 
1 Implement popular local payment method 7 5 
2 R...
Impact 
Feasibility 
2 
1 
3 
4 
3 
Then set up such a diagram and map your initiatives there. Focus first on “low-hanging...
Plan both long and 
4 short term 
When you’re finished with prioritization set up a plan of your CRO initiatives. It helps...
Long Term Plan 
GOAL FOR Q1 2013: 
Optimize a checkout and increase CCR 
January February March 
Depth of 
information nee...
Short Term Plan 
Test 1 
Analysis of Test 1 
Test 2 
Test 3 
Analysis of Test 3 
Test 4 
Preparation of 
Test 2 
Preparati...
5 Test iteratively 
Don’t A/B test chaotically. Have a system in your roadmap. Start testing first few different concepts....
Ad hoc → Regular → Iterative 
That’s an usual evolution of A/B testing in a company. Move from ad-hoc testing to regular. ...
Do follow up tests 
Spend enough time to do a proper A/B test finalization. It usually reveals something interesting about...
Learn from every test 
Even an A/B test fails it tells you something important about your users’ behavior. Something you m...
Test 
Name 
Dates Impact (%) Impact ($) Learning 
Homepage 
Content 
May 23rd – 
June 5th -12% - $500/day 
Current focus o...
Get tools which match 
6 your needs and skills 
I know quite a few companies who bought tools which were more sophisticate...
Have a sponsor. 
7 Ideally a CEO ;-) 
Sponsorship is rather a political issue, but it is crucial to sell your activities w...
Have a look at what the CRO Maturity Model looks like in all its beauty! If you’re interested in more details, 
check out ...
Your turn 
Enough theory for now. Study the CRO Maturity Model from the previous slide and think about how your 
organizat...
Where does your organization 
stand? 
Score your organization in each of those seven pillars according the maturity stages...
Find out your weak point and outline where you want to be next year. Plan next steps and starting 
working on more mature ...
Takeaways 
• Focus on research/analysis 
• Learn from every test 
• Test iteratively 
Just few takeaways I’d like to empha...
Enjoy 
#convcon! 
Conversion Conference 2013 | Chicago 
Michal Parizek (@parezem)
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7 Key Pillars of Mature Conversion Optimization Strategy - Conversion Conference 2013

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What are the main differences between immature and mature Conversion Rate Optimization program? I have created a CRO Maturity Model and presented it at Chicago's Conversion Conference (June 2013).

The background article is available at: http://online-behavior.com/analytics/conversion-optimization-model

Published in: Data & Analytics
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7 Key Pillars of Mature Conversion Optimization Strategy - Conversion Conference 2013

  1. 1. 7 Key Pillars of Mature Conversion Optimization Strategy #convcon 2013 | Chicago Michal Parizek (@parezem)
  2. 2. 4,500 Miles I have travelled around 4,500 to give you a speech about Conversion Rate Optimization Maturity Model. From Prague to Chicago. Michal Parizek (@parezem) | #convcon 2013 | Chicago 2
  3. 3. Maturity Model A maturity model in general is a model which describes different maturity stages of a particular discipline. Michal Parizek (@parezem) | #convcon 2013 | Chicago 3
  4. 4. Conversion Rate Optimization Maturity Model A CRO maturity model focuses primarily on CRO. It consists of 7 key pillars and 5 maturity stages. The goal od the model is to help companies execute CRO more effectively. Michal Parizek (@parezem) | #convcon 2013 | Chicago 4
  5. 5. These are the 7 key pillars and the stages a particular company reached in each of them: People, Tools, Knowledge, Activities, Processes, Testing & Sponsor. Michal Parizek (@parezem) | #convcon 2013 | Chicago 5
  6. 6. YoY CNV: -11.1% YoY CNV: +19.7% Sales: +€400k An example what a maturity of CRO means in real business. A German affiliate of UPC in Europe was more mature in several aspects of CRO than a Switzerland one. And it meant $400,000 in yearly sales. Michal Parizek (@parezem) | #convcon 2013 | Chicago 6
  7. 7. What are the aspects of a mature CRO program? In the following slides I walk you through the key differences between a mature CRO company and an immature one. Michal Parizek (@parezem) | #convcon 2013 | Chicago 7
  8. 8. Invest more $ in 1 people than tools Most importantly these companies invest more $ into their staff than into the tools. All the fancy analytics, testing, research and targeting tools without people actually using it are rather useless. Michal Parizek (@parezem) | #convcon 2013 | Chicago 8
  9. 9. Follow an optimization 2 cycle Execute a complete optimization cycle. Never stop. Michal Parizek (@parezem) | #convcon 2013 | Chicago 9
  10. 10. Analysis & Research Improvements Proposal Testing The optimization cycle always starts with an analysis. Then you propose improvements, prioritize them. Validate them by A/B testing, analyze the impact and start over. Michal Parizek (@parezem) | #convcon 2013 | Chicago 10
  11. 11. Examination Treatment Proposal Treatment It is like when you go to a doctor. She examines you first, only then she can propose you a right treatment. Then you apply the medicaments. And in a week or two you visit her again for an “after-treatment” check. Michal Parizek (@parezem) | #convcon 2013 | Chicago 11
  12. 12. Analysis & Research Testing Improvements Proposal In my experience the most underestimated step of a CRO cycle is the first one: “Analysis & Research”. It is the most difficult, but also the most important step. Michal Parizek (@parezem) | #convcon 2013 | Chicago 12
  13. 13. + 20% A great proof of an importance of a research phase: An user survey revealed existing customers lack some important information about the product. By adding it to the site, we got 20% uplift in a conversion rate. Michal Parizek (@parezem) | #convcon 2013 | Chicago 13
  14. 14. Prioritize initiatives 3 correctly Prioritize your initiatives so you can focus on the ones which bring you the most profits. Plan your testing roadmap according the prioritization. Michal Parizek (@parezem) | #convcon 2013 | Chicago 14
  15. 15. # Initiative $ initiative can bring Impact Score Feasibility Score 1 Implement popular local payment method 7 5 2 Remove unnecessary steps in OP 6 2 3 Add a contact details to TY page 2 1 4 Customize cross-sell offers based on customer shopping history 5 7 5 Test few versions of CtA copy 3 3 Hours of work needed or costs of production I have good experience with this simple table. There are two important scoring metrics: Impact ($), Feasibility (hours of work or $ too). Score all your planned initiative wisely. Michal Parizek (@parezem) | #convcon 2013 | Chicago 15
  16. 16. Impact Feasibility 2 1 3 4 3 Then set up such a diagram and map your initiatives there. Focus first on “low-hanging” fruit (high impact, low cost). In a long term start working on “high impact, high costs” and when you have time execute “low impact, low costs”. Avoid doing “low impact, high costs” initiatives. Michal Parizek (@parezem) | #convcon 2013 | Chicago 16
  17. 17. Plan both long and 4 short term When you’re finished with prioritization set up a plan of your CRO initiatives. It helps you and your team keeping on track: both deliverables and resources. Make both short and long term plans. Michal Parizek (@parezem) | #convcon 2013 | Chicago 17
  18. 18. Long Term Plan GOAL FOR Q1 2013: Optimize a checkout and increase CCR January February March Depth of information needed from a customer Number of steps Copies and Call-to- Action In a long term plan outline the areas of where you want to focus each month/quarter. Michal Parizek (@parezem) | #convcon 2013 | Chicago 18
  19. 19. Short Term Plan Test 1 Analysis of Test 1 Test 2 Test 3 Analysis of Test 3 Test 4 Preparation of Test 2 Preparation of Test 3 Analysis of Test 2 Preparation of Test 4 Preparation of Test 5 #1 #2 W1 W2 W3 W4 In a short term plan go deeper and outline single A/B tests or other initiatives you’d like to execute. If you have limited resources or you can run only 1 A/B test at a time you might find handy this two-track planning. Michal Parizek (@parezem) | #convcon 2013 | Chicago 19
  20. 20. 5 Test iteratively Don’t A/B test chaotically. Have a system in your roadmap. Start testing first few different concepts. Then tune the winning experience by focusing on single elements. Iteratively improve. Michal Parizek (@parezem) | #convcon 2013 | Chicago 20
  21. 21. Ad hoc → Regular → Iterative That’s an usual evolution of A/B testing in a company. Move from ad-hoc testing to regular. Incorporate testing to your online sales agenda and processes. When you’re there implement A/B testing into a continual website Michal and Parizek e-commerce (@parezem) improvement | #convcon program. 2013 | Chicago A/B test everything. 21
  22. 22. Do follow up tests Spend enough time to do a proper A/B test finalization. It usually reveals something interesting about users’ behavior and opens few new ways what to A/B test. Do follow up tests on a regular basis, they are often more Michal successful Parizek than (@parezem) the initial | #ones. convcon 2013 | Chicago 22
  23. 23. Learn from every test Even an A/B test fails it tells you something important about your users’ behavior. Something you might use for your marketing campaign or even your offline ads. Store your learnings and share it with key stakeholders. Michal Parizek (@parezem) | #convcon 2013 | Chicago 23
  24. 24. Test Name Dates Impact (%) Impact ($) Learning Homepage Content May 23rd – June 5th -12% - $500/day Current focus on customers needs works better than product features. Homepage Layout June 9th- June 18th -6% -$250/day A long homepage layout did not work well Homepage CtA June 20th – July 2nd +9% +325/day Get a price quote works better than Buy now An example how your A/B tests repository can look like. Michal Parizek (@parezem) | #convcon 2013 | Chicago 24
  25. 25. Get tools which match 6 your needs and skills I know quite a few companies who bought tools which were more sophisticated than the skill level of their staff. They not only wasted their budgets but also struggled with the tools and were ineffective in their daily workload. Michal Parizek If it is your (@parezem) case provide | #convcon trainings 2013 to | your Chicago staff or consider changing vendors. 25
  26. 26. Have a sponsor. 7 Ideally a CEO ;-) Sponsorship is rather a political issue, but it is crucial to sell your activities well and earn enough trust, budget and resources so you can focus on your job. Evangelize CRO in your company & share your success stories. Michal When Parizek you (@do parezem) so always | #emphasize convcon 2013 what’s | Chicago the impact in $. That’s what management is interested 26 in.
  27. 27. Have a look at what the CRO Maturity Model looks like in all its beauty! If you’re interested in more details, check out the link below the presentation in the description area. Michal Parizek (@parezem) | #convcon 2013 | Chicago 27
  28. 28. Your turn Enough theory for now. Study the CRO Maturity Model from the previous slide and think about how your organization fits there. Michal Parizek (@parezem) | #convcon 2013 | Chicago 28
  29. 29. Where does your organization stand? Score your organization in each of those seven pillars according the maturity stages described in the model. Michal Parizek (@parezem) | #convcon 2013 | Chicago 29
  30. 30. Find out your weak point and outline where you want to be next year. Plan next steps and starting working on more mature CRO in your company today! Michal Parizek (@parezem) | #convcon 2013 | Chicago 30
  31. 31. Takeaways • Focus on research/analysis • Learn from every test • Test iteratively Just few takeaways I’d like to emphasize: Focus on analysis before thinking what to A/B test. Learn from every test so you can gradually improve your success rate. And iteratively test and improve your online business. Michal Parizek (@parezem) | #convcon 2013 | Chicago 31
  32. 32. Enjoy #convcon! Conversion Conference 2013 | Chicago Michal Parizek (@parezem)

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